For more than two decades, the U.S. government has been
broadcasting to Cuba to break the Cuban government's information
blockade and promote democracy in Cuba. Over this period, questions have
been raised regarding the quality and effectiveness of these broadcasts.
GAO was asked to examine (1) the Office of Cuba Broadcasting's
(OCB) broadcasting approach and what is known about its audience; (2)
how the Broadcasting Board of Governors (BBG)--which oversees U.S.
government broadcasting--and OCB ensure compliance with journalistic principles; (3) steps taken to ensure adherence to domestic and
international broadcasting laws, agreements, and standards; and (4)
steps BBG and OCB have taken to address management challenges. GAO
analyzed documentation related to strategic planning, audience research,
oversight, and operations and interviewed officials from BBG, BBG's
International Broadcasting Bureau (IBB), OCB, State, and other agencies.

OCB broadcasts Radio and TV Marti through multiple transmission
methodsthat face varying levels of jamming by the Cuban government.
While there are no nationally representative data and some surveys of
recent Cuban emigres suggest a larger audience, the best available
research suggests that Radio and TV Marti's audience is small.
Specifically, less than 2 percent of respondents to telephone surveys
since 2003 reported tuning in to Radio or TV Marti during the past week.
Despite the importance of audience research, we found minimal sharing of
such research among available sources. Because of limitations in the
audience research data, decisionmakers lack basic information to help
assess the relative success or return on investment from each of
OCB's transmission methods. BBG's IBB--which directly oversees
OCB--has established an annual program review process that serves as the
main mechanism for assessing OCB's compliance with journalistic
standards. While IBB officials report that the quality of OCB
programming has improved in recent years, IBB reviews since 2003 have
recommended improving adherence to certain journalistic standards,
particularly in the areas of balance and objectivity. IBB's process
provides useful feedback, but we found weaknesses such as limited
training and operational guidance for staff conducting the reviews. OCB
and IBB have taken steps to ensure that U.S. broadcasting adheres to
relevant laws and standards, but some concerns remain. To comply with
U.S. law, they have taken steps to minimize the domestic dissemination of OCB programming; however, OCB broadcasts reach U.S. audiences in
several ways, such as through the Internet. In addition, a commercial TV
station contracted to broadcast OCB programming showed some
inappropriate advertisements during OCB programs. Furthermore, an
international body found that OCB's TV broadcasts cause harmful
interference to Cuban broadcasts, but the U.S. government has not taken
steps to address this issue. Despite some efforts by BBG and OCB,
oversight entities have identified problems such as poor communication
by OCB management and low employee morale. For example, OCB lacks formal
mechanisms for communicating with or obtaining information from
employees.

Recommendations

Our recommendations from this work are listed below with a Contact
for more information. Status will change from "In process" to
"Implemented" or "Not implemented" based on our
follow up work.

Recommendation: To assist decisionmakers and improve OCB's
strategy, the Broadcasting Board of Governors should conduct an analysis
of the relative success and return on investment of broadcasting to
Cuba, showing the cost, nature of the audience, and challenges--such as
jamming and competition--related to each of OCB's transmission
methods. The analysis should also include comprehensive information
regarding the media environment in Cuba to better understand the extent
to which OCB broadcasts are attractive to Cubans.

Agency Affected: Broadcasting Board of Governors

Status: In process

Comments: When we confirm what actions the agency has taken in
response to this recommendation, we will provide updated information.

----------

Recommendation: To assist decisionmakers and improve OCB's
strategy, the Broadcasting Board of Governors should coordinate the
sharing of information among U.S. agencies and grantees regarding
audience research relating to Radio and TV Marti.

Agency Affected: Broadcasting Board of Governors

Status: In process

Comments: When we confirm what actions the agency has taken in
response to this recommendation, we will provide updated information.

----------

Recommendation: To improve OCB operations, the Broadcasting Board
of Governors should direct IBB to enhance guidance and training for
analysts performing program reviews.

Agency Affected: Broadcasting Board of Governors

Status: In process

Comments: When we confirm what actions the agency has taken in
response to this recommendation, we will provide updated information.

Comments: When we confirm what actions the agency has taken in
response to this recommendation, we will provide updated information.

----------

Recommendation: To improve OCB operations, the Board of Governors
should direct IBB to develop guidance and take steps to ensure that
political and other inappropriate advertisements are not shown during
OCB broadcasts.

Agency Affected: Broadcasting Board of Governors

Status: In process

Comments: When we confirm what actions the agency has taken in
response to this recommendation, we will provide updated information.

----------

Recommendation: To improve OCB operations, the Board of Governors
should direct OCB to establish formal mechanisms for disseminating
information to and obtaining views from employees to help improve
communication and morale.

Agency Affected: Broadcasting Board of Governors

Status: In process

Comments: When we confirm what actions the agency has taken in
response to this recommendation, we will provide updated information.

COPYRIGHT 2009 Stonehenge International
No portion of this article can be reproduced without the express written permission from the copyright holder.